Canadian Girl Guides abandon use of "Brownies" title due to its perceived offensiveness
The Girl Guides of Canada (GGC) has announced a significant change to its organisation, renaming the "Brownies" branch to "Embers" as part of a rebranding effort aimed at promoting inclusivity and fostering a welcoming environment for all members.
The previous name, "Brownies," was considered racially divisive due to its historical colonial and racial connotations. The GGC stated that the old name had caused harm to some minority participants and deterred women from joining. This decision followed input from current and former members who said that the previous name caused injury and was a barrier to belonging for racialised women and women.
The new name, "Embers," symbolizes potential and growth, aligning with the organisation's mission to empower young girls. The GGC is excited to continue bringing the magic of the organisation to girls ages seven and eight, now under the name Embers.
The decision to rename the Brownies to Embers was made after consulting with female, young, and adult participants. CEO Jill Zelmanovits emphasised that the name change was not just about the name or its origin, but about addressing the fact that women experienced racism and felt unwelcome in the Girl Guides.
The "Embers" branch joins other GGC branches: Sparks (ages 5-6), Guides (ages 9-11), Pathfinders (ages 12-14), and Rangers (ages 15-17). Today, Brownies participants earn badges for tasks such as crime prevention and science exploration.
The GGC did not specify the exact reasons for the increase in applications since November, following their decision to be more inclusive. However, they have observed an increase in applications since then. The new name will be used immediately, but it may take until September for full adoption in goods and gear.
The Brownies were initially called the Rosebuds when they were formed in England in 1914, but the name did not last long. The Girl Guides of Canada made this announcement on Twitter on Wednesday. The organisation remains committed to its mission of empowering young girls and creating an inclusive environment for all members.
- The Girl Guides of Canada (GGC) has decided to align the name of its "Brownies" branch, now known as "Embers," with its mission to foster growth and inclusivity in the areas of science, education, personal growth, fashion-and-beauty, lifestyle, home-and-garden, and self-development to empower young girls.
- The rebranding effort, aimed at creating a welcoming environment for all members, includes a shift in conversation beyond just the name, recognizing the importance of addressing systemic issues within organizations that have caused harm, especially for racialized women.
- To accommodate the growing interest, the GGC anticipates that girls ages seven and eight will find their love for learning and exploration in the newly named "Embers" branch, where they can earn badges for tasks relating to various fields, such as science, crime prevention, and personal growth.
